Fathom recently analyzed the online presence of the Top 15 Health Systems, as determined by Truven Health Analytics, to determine how the top systems approach digital marketing. Our specialists across numerous service lines – search engine optimization, paid advertising, social media and content marketing – “graded” each system on key aspects of online marketing.
The end result is a series of scorecards that provide a quick glance into how the top health systems stack up with their digital marketing efforts. While the scorecards are helpful, we analyzed the data and compiled 12 takeaways that every healthcare marketer should know based on how these systems are marketing themselves. The 12 takeaways, along with the scorecards (with the health systems’ names removed), can be found here.
Some of the takeaways are somewhat obvious – for example, smaller health systems tend not to devote their limited resources to paid advertising. However others are more surprising – the larger health systems tend to solely devote their paid advertising budget to their system name or just one service line. And while we saw some really great examples of online marketing, we also saw areas where health systems can improve their efforts.
Although being a top health system from a quality perspective doesn’t mean the same systems will be tops in terms of marketing, the Top 15 Health System winners provide us with a recognizable list of health systems to analyze year after year. The scorecards can be used by health systems and hospitals to benchmark their healthcare marketing efforts against others in the industry. They are broken down by system size, so marketers can compare their system to others with similar resources.
If your health system was included in the Top 15 Health Systems, and you would like your specific scorecard, feel free to contact us. Similarly, if you would like us to evaluate your health system or hospital, please reach out.